Forging connections with consumers in the New Normal: Global insights from The Futures Company

A report from a briefing by The Futures Company. The current economic situation can be characterised as "volatile": the increasingly fearful and parochial global consumer is less willing to spend big on flashy products and services than before, and this more careful spending behaviour is likely to last a long time.

Forging connections with consumers in the New Normal: Global insights from The Futures Company

Joseph CliftWarc

One of the biggest effects of the global economic crisis is that it has fundamentally – and perhaps permanently – changed consumer purchase habits. Brands now live in a New Normal, where shoppers are more cautious about their spending than they were prior to the downturn.

A briefing from The Futures Company in October 2011, aimed to provide guidance for brands on how they can adapt to this New Normal. This guidance was informed by hard data from the agency's ongoing Global MONITOR research project,...

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